Pengaruh Citra Merek, Harga dan Kualitas Produk terhadap Minat Beli di Toko Hijab Rabbani Sragen

Abstract

The aim of this research is to find out whether brand image, price and product quality influence purchasing interest at the Rabbani hijab shop, Sragen. This type of research is quantitative, the data collection technique is by distributing questionnaires. The dependent variable is purchase interest and the independent variables are brand image, price and product quality. The data analysis methods used are descriptive statistical tests, validity tests, reliability tests, classical assumption tests. for hypothesis testing using multiple linear regression tests, t tests, F tests, and coefficient of determination tests. It is known that the calculated t value for the Brand Image variable is 0.759 and the t table is 1.991, so this means that the Brand Image variable partially does not have a significant effect on buying interest. The calculated t value for the Price variable is 4.627 and the t table is 1.991, so this means that the Price variable partially has a significant effect on buying interest. The calculated t value for the Product Quality variable is 4.972 and the t table is 1.991, so this means that the Product Quality variable partially has a significant effect on buying interest. The significance value of the F test is 0.000. From these results it is known that the significance value is smaller than 0.05 (5%), thus it can be concluded that this regression model is suitable for use and the independent variables together have an effect on the dependent variable. It can be concluded that of the three independent variables that have no effect on the dependent variable is the brand image variable. If you use the F test from the results, it can be concluded that the regression model is suitable for use and the independent variables together have an effect on the dependent variable.